Elevate Briefing: The Overlooked Value of Internal Brand Storytelling

I’ve been thinking a lot about internal brand storytelling, lately. And how its value is often perceived as “soft.” Or otherwise “secondary.” As a storyteller most commonly aimed at strategic B2B business growth … I believe strong employee storytelling can lead to great external marketing value. But this value is often overlooked.

I think that’s a mistake.

Deliberate, thoughtful, strategic internal storytelling can provide great insight and clarity about a brand’s value in the marketplace. It can humanize even the biggest impersonal corporate giants.

I wrote about this in my most recent Forbes piece, which you can read at the link below. I’d love for you to take a look and, afterward, share your own stories of opportunities won in employee-centric storytelling – or opportunities lost when the value was not well understood.

3 extras

Be informed: Connect employees with the mission

There’s value in looking inward, to your employees, when telling your brand’s story. But to do so effectively, your workers need to feel invested. One way to help them get there? Recent insights suggest a strong company mission is a good start..

Key engagement: How to reach workers

When talking to employees, some forms of communications are better than others. But which ones are the best? According to global research firm gatehouse, the most effective channels are: email announcements, videos, and electronic newsletters. It’s one of many insights in gatehouse’s 2018 State of the Sector report.

From the network: Documenting innovative healthcare solutions

We worked with several UnitedHealthcare Community & State employees recently, featuring the work they’re doing in collaboration with community organizations to address some of the socioeconomic challenges in healthcare, such as housing. They are focused on the infamous skid row section of Los Angeles.

An i.e. network production team, comprised of former journalists, worked intimately with UHC Community & State to document this innovative approach. It’s making a real difference in the lives of people living among the largest populations of homeless people, anywhere in the nation.